Multi-merchant stored-value cards are the hot trend, aligning groups of strong brands to deliver maximum exposure for the brands and flexibility to the consumer, all packaged in a wallet-sized card.
American Express is extending its line of multi-merchant stored-value cards to include the Apparel Card and the Home Solutions Card. Both debut Oct. 1.
Darryl Hutson, CEO of American Express Incentive Services (AEIS), said yesterday that the line extension is based on “big demand” for multi-merchant cards from AEIS clients.
“This allows the clients to customize a card and associate themselves with other high-quality brands to reach that target audience they want to connect to,” Hutson said.
The Apparel Card lets cardholders purchase clothing and accessories at more than 30 specialty apparel, accessory and department store retailers including Macy’s, Marshall’s, Talbots, Timberland, Sunglass Hut, Bass Pro Shops, Eddie Bauer and Old Navy.
The Home Solutions Card can be used for home improvement items, furniture, electronics, appliances, home décor, home office supplies and more at 30-plus national retailers, including Lowe’s, Best Buy, Pier 1 Imports, Staples and Linens ‘n Things.
The cards come with a directory explaining where the card is accepted.
In addition to the Apparel Card and Home Solutions Card, AEIS’ multi-merchant cards include Persona (specialty retail, travel and entertainment); Primary (national retailers); Fill it Up (gasoline stations that take American Express); and Be My Guest (restaurants that take American Express).
Fenton, MO-based AEIS also bowed the Reward Card, which is accepted anywhere the American Express card is. The card comes in values of $25 to $500. This card also debuts Oct. 1.
